What SQLBits does

SQLBits is a UK-based data conference operator that organizes one of the world's leading database and data platform conferences, held annually since 2007. The flagship event is a four-day in-person gathering featuring 180+ sessions, 12 training days, and 150+ speakers, complemented by a free Saturday open day and a virtual attendance pass priced at 60% of in-person equivalent. The 2026 edition took place 22-25 April at ICC Wales. SQLBits targets data professionals across six primary personas — DBAs, data engineers, BI/Power BI analysts, data scientists, technical team leaders, and consultants — with content spanning SQL Server, Microsoft Fabric, Power BI, Python, AI, data engineering internals, and human skills.

The company generates revenue through two primary streams: attendee ticket sales (tiered from £500 day passes up to £1,650 late-pricing full conference passes, plus hotel bundles at partner hotels ranging £1,460-£1,860+VAT) and corporate sponsorships from a roster that includes Microsoft, AWS, Redgate, Pure Storage, Idera, SolarWinds, Tabular Editor, DBHawk, SIOS Technology, Spectral Core, and other data tooling vendors. Group bookings carry 5-10% volume discounts, and a Community Group Leader program extends discounted access through grassroots data user groups globally. The firm operates with a lean 1-10 employee footprint from its registered office in Harpenden, England, and is privately held by founder Simon Sabin and community practitioners with no disclosed external funding.

SQLBits is organized by data practitioners rather than a corporate event company, positioning community-led curation and speaker quality as its core differentiator. The event reports an NPS of 83 and 88% of delegates stating the conference improves their knowledge, confidence, and job capability, with claimed pricing 20%+ below comparable data conferences. A volunteer Bits Buddies mentorship program pairs first-time attendees with experienced participants, free on-site childcare is provided, and a 200+ hour VOD library extends content value beyond the live event.

Name

SQLBits

Legal name

SQLBits Limited

Website

https://sqlbits.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

SQLBits is a UK-based community-led conference operator running an annual four-day data platform event for DBAs, data engineers, BI analysts, data scientists, and consultants, featuring 180+ sessions on SQL Server, Microsoft Fabric, Power BI, Python, and AI, with 1,000+ attendees and sponsors including Microsoft, AWS, Redgate, and Pure Storage.

Ownership category

akta.pro rank

Product category

Data Professional Conferences and Training

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

akta.pro primary industry

Virtual/Hybrid Conference Production & Platform Management (THAHACAM)

akta.pro secondary industries

Conference & Trade Show Registration Platforms (THAHAFAB), Registration, Housing & Travel Desk Services (Delegate Logistics) (THAHACAJ)

Keywords

• Data platform conference
• Database training events
• SQL Server education
• Data professional networking
• Conference sponsorship packages

Headquarters

HQ city

Harpenden

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Conference Tickets: SQLBits generates primary revenue through ticket sales for their annual conference. Multiple ticket tiers range from free Saturday passes to full conference access with pricing from £500 to £1,650 depending on timing and package. Virtual attendance options are priced at 60% of in-person passes.
2. Sponsorship and Exhibitor Packages: Corporate sponsors pay to exhibit and support the conference. Sponsors include Idera, DBHawk, Pure Storage, SolarWinds, SIOS, Tabular Editor, Spectral Core, Microsoft, AWS, Redgate, and others in the data platform ecosystem.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

SQLBits organizes an annual multi-day in-person and virtual data conference for data professionals, complemented by training days, evening networking events, and a video-on-demand library of recorded sessions. The company also sells corporate sponsorship and exhibitor packages to data platform vendors that participate in the conference. Ticket tiers include full conference, virtual (priced at 60% of in-person), one-day, two-day, a free Saturday, and optional hotel bundles.

Product overview

SQLBits is a leading data platform conference offering a tiered ticket structure centered around in-person and virtual attendance passes. The core offering consists of Full Conference Tickets (4-day in-person access) and Virtual Tickets (60% of in-person price), with single-day and two-day options available. The free Saturday can be added to any booking. Add-on services include Hotel Packages (bundling accommodation at partner hotels), Training Days (pre-bookable full-day intensive sessions), and General Sessions (world-class expert-led talks). Additional value services include a Video on Demand library of past sessions, the Bits Buddies mentorship program for first-time attendees, free on-site childcare, and evening social events. Group discounts (5-10%) and User Group discounts (5%) are available. The conference covers topics including SQL Server, Microsoft Fabric, Power BI, Python, AI, data engineering, and data analytics, with an NPS score of 83 and 88% of delegates reporting improved knowledge.

Differentiator

Problem solved

Functional benefit

Brands

• Bits Buddies: A group of volunteers who arrange fortnightly meetings for those attending SQLBits and facilitate introductions to other delegates during the event.

Products and services

• Full SQLBits Ticket In-person conference ticket providing 4 days of sessions, access to 150+ world-class speakers, 12 training days to choose from, 3 evening events, and meals (breakfast, lunch, and snacks); attendees can add the free Saturday at no extra cost.
• Full SQLBits Ticket + Hotel Package In-person conference ticket bundled with hotel accommodation at partner hotels (5-star Celtic Manor Resort, 4-star The Manor House, 4-star Coldra Court, 3-star Ty Newport, 3-star Ty Magor), with check-in on 21st April and check-out on 25th April.
• Virtual Full SQLBits Ticket Virtual attendance pass granting online access to all general sessions from Wednesday to Saturday, priced at 60% of in-person pass; in-person attendees can also access virtual attendance if preferred.
• One Day Ticket Single-day conference pass allowing attendance on any chosen day of SQLBits, with the option to add Saturday free of charge.
• Two Day Ticket Two-day conference pass allowing attendance on any two chosen days of SQLBits, with the option to add Saturday free of charge.
• Free Saturday Completely free day of SQLBits featuring sessions, breakfast, and lunch, available to add on to any booking or attend as a standalone day.
• Sponsorship and Exhibitor Packages Corporate sponsorship and exhibitor packages sold to data platform vendors (Microsoft, AWS, Idera, Redgate, Pure Storage, SolarWinds, etc.) that wish to exhibit, brand, and engage attendees at the SQLBits data conference.

Quantifiable outcome

• 88% of delegates report improved knowledge, confidence and ability to do their jobs after attending SQLBits
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Tabular EditorcoreGTM or Marketing PartnerTabular Editor is a sponsor and partner of SQLBits, providing support for the data community conference. They appear as a featured sponsor supporting the community group leader initiatives.
• IderacoreGTM or Marketing PartnerIdera is a platinum/gold sponsor of SQLBits 2026, providing innovative database management solutions. They support the conference as a leading data professional tools vendor.
• MicrosoftcoreGTM or Marketing PartnerMicrosoft is a sponsor of SQLBits, supporting the conference as a key technology partner in the data platform ecosystem covering Azure, SQL Server, Power BI, and Microsoft Fabric.
• AWScoreGTM or Marketing PartnerAmazon Web Services is a sponsor of SQLBits, supporting the cloud computing and data platform aspects of the conference.
• Pure StoragecoreGTM or Marketing PartnerPure Storage is an exhibitor and sponsor of SQLBits, providing all-flash storage solutions for data professionals.
• RedgatecoreGTM or Marketing PartnerRedgate Software is a sponsor of SQLBits, offering database DevOps and compliance solutions for SQL Server and Azure.
• SolarWindscoreGTM or Marketing PartnerSolarWinds is a sponsor of SQLBits, providing database performance monitoring and management tools.
• SIOS TechnologyminorGTM or Marketing PartnerSIOS Technology is a sponsor of SQLBits, offering high availability and disaster recovery solutions.
• Spectral CoreminorGTM or Marketing PartnerSpectral Core is a sponsor of SQLBits, providing database comparison and synchronization tools.
• DBHawkminorGTM or Marketing PartnerDBHawk is a sponsor of SQLBits, offering web-based database management and BI tools.
• CrossModelminorGTM or Marketing PartnerCrossModel is a sponsor of SQLBits, providing data modeling solutions.
• Four9sminorGTM or Marketing PartnerFour9s is a sponsor of SQLBits, providing data engineering and analytics services.
• devitjobs.ukminorGTM or Marketing Partnerdevitjobs.uk is a sponsor of SQLBits, supporting data recruitment in the UK.
• BrunnerminorGTM or Marketing PartnerBrunner (Measure Killer) is a sponsor of SQLBits, providing BI and measurement solutions.
• Data Community GroupscoreChannel Partner/ Reseller/ DistributorSQLBits partners with data community groups worldwide to offer discounted access to the conference. Community Group Leaders receive exclusive offers, speaker call information, and promotional materials to share with their members. Hundreds of community members attend annually through these partnerships.
• Code ClubminorOthersCode Club is the official charity partner of SQLBits 2026. The conference raised £890 for Code Club through swag sales, and young coders visited SQLBits as part of the partnership.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Microsoft Ignite: Microsoft's flagship enterprise conference covers the same Microsoft Fabric, Azure, SQL Server, and Power BI stack that SQLBits focuses on. Far larger and broader, but overlaps heavily in audience and competes for sponsor dollars and attendee attention.
• Google Cloud Next: Google Cloud's annual conference targets similar cloud data and AI practitioners. Broader and more vendor-led, but competes for sponsor spend and data professional attention.
• Oracle CloudWorld: Oracle's annual database and cloud conference targets the same DBA and data platform persona as SQLBits. A larger, vendor-led incumbent in the database conference category.
• AWS re:Invent: AWS's flagship conference is much larger and broader, but overlaps with SQLBits on data infrastructure, cloud data services, and analytics audiences. AWS is also a SQLBits sponsor, making it both a sponsor counterparty and a competitor for attendee mindshare.

Direct peers

• PASS Summit: PASS Summit is the most direct peer — a flagship SQL Server and data platform conference that historically served the same Microsoft data community. Now organized under Redgate/community leadership after PASS wound down, it is the clearest comparable event for SQLBits in audience and content.
• Big Data LDN: Big Data LDN is a UK-based data and analytics conference with overlapping data engineering, analytics, and AI audiences. Directly comparable as a UK data community event competing for similar sponsors and attendees.
• Data + AI Summit: Databricks' annual Data + AI Summit targets the same data engineers, analysts, and AI practitioners that SQLBits serves, with overlapping content on lakehouses, pipelines, and AI workloads. Comparable scale and tiered conference/registration model.

Emerging players

• ODSC (Open Data Science Conference): ODSC focuses on data science, ML, and AI practitioner training — overlapping with SQLBits' Python/AI tracks. Comparable conference format and target persona, but with a narrower analytics/ML focus.
• SQL in the City (Redgate): Redgate's SQL in the City is a smaller, SQL Server-focused community event run by one of SQLBits' key sponsors. Comparable in topic and audience, but smaller scale and run by a single sponsor rather than a neutral community.
• PGConf (Postgres Conference): PGConf is the leading open-source Postgres community conference. Comparable as a database-focused community event but addresses a different DB ecosystem — an adjacent rather than direct competitor.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sqlbits
• YouTubeyoutube.com/c/SQLBits
• LinkedInlinkedin.com/company/sqlbits

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SQLBits